Reducing high bounce rates

- [Instructor] Bounce rates can happen…when a user did not find what they were looking for,…when we targeted the wrong user with our campaign,…and when our ad copy does not align well…with what we actually offer on our landing page.…It can even happen when there is a UX issue on your website.…Many bounce rate problems are not a matter…for a PPC specialist to deal with…but rather a matter for the UX and web development team.…The first thing you'd like to do…is establish which team should own the issue.…

We use an analytic segmentation to do a simple test…while comparing the bounce rates…across different traffic sources…such as e-mail, PPC, direct, and organic traffic.…If all the other sources have a high bounce rate,…it's not a PPC problem…and you can pause the campaign…until the other teams fix the bounce rate…across the other channels…before resuming the campaign again.…If on the other hand, the bounce rate is high only for PPC,…we want to get to the bottom of it.…

So, let's focus now on those bounce rate issues…

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Author

Updated

10/3/2018

Released

4/10/2017

By adding pay-per-click (PPC) campaigns to your marketing mix, you can more effectively connect your products and services with potential customers who are browsing the web in search of what you're offering. In this course, learn the basics of PPC by discovering how to set up and manage campaigns in two industry-leading PPC platforms—Bing Ads and Google AdWords. Instructor Adriaan Brits begins by diving into the basics of PPC advertising, providing an overview of search and display advertising with targeting methods. Next, he explains how to create advertiser accounts and how to grant access to third-party users. Then, he explains how to set up your first PPC campaigns in Bing Ads and Google AdWords, and offers budgeting tips. He also shows how to compose compelling ad copy that attracts good quality scores, and goes into optimization. To wrap up, he covers common challenges that you'll likely face, along with some helpful solutions.